One of the greatest challenges people face is making a choice between two or more similar offers. It is a decision that people often make either by choosing the familiar or choosing based on the money in their wallet. Making the choice between offers can result in making
no choice at all.
As a business owner, you are making offers to clients, prospects and the world every day. You need to recognize that for your buyer, they have to choose between. And consumer laws prevent advertising from saying we are better than Brand X because of….. Helping your buyers choose your option There are a few things you can do to help buyers choose you.
- One way is to constantly send them messages until they take an action. The action could be to turn you off or tune your message out or it could be to buy you. A recent study anecdotally showed that people will remember and therefore choose to buy from annoying, loud television advertisers, simply because they were annoyed and so recalled the business when they went to buy an item.
- Another way is to personally talk to your prospect until they see that your product or service is wonderful. In this case it really is a case more of buying you to deal with the service
- And then you can present benefits in enough places and pray that rationale people will see the merit of your argument and buy your product or service.
But even when you can convince someone to choose your product or service, keep in mind that their experience and the experience of their friends and colleagues will influence their feelings about you. In a previous blog on cognitive dissonance, I looked at the after purchase experience and how it can affect your next sale. Today there are so many choices for practically every single product and service. Choosing has become difficult and buyers often feel overwhelmed by their options. Your Business Challenge Your challenge as a business person is to help your prospects make the choice of YOU! To do this you need to invest both time and money to increase awareness that you are a choice that they need to consider, This means promoting your business according to your budget and MONITORING every action. There are great tools that claim to monitor but a simple spreadsheet that tracks your promotion, response and income, is adequate. And as part of this challenge, you need to invest time is tweaking, measuring and revamping everything you do, Choices You choose. They choose. We all choose how to spend our money, spend our time and more importantly how we feel before, after and during all our experiences and purchasing decisions, What do you do to promote your business? In the comments, promote your business by sharing what you do. To your growth